DESCRIPTION RML is a pioneering service that provides highly customized and localized agricultural information to Indian farmers using mobile phones messaging services. The subscription‐based service provides each individual farmer with a choice to receive information about over 150 crop types in more than 1,000 markets. On average, each farmer receives four messages each day providing information about the local weather forecast, local market prices, relevant news for the two types of crops chosen, aps about harvestng, proper fertlizer usage, irrigation methods, seed and soil combinations and more.
In a country where approximately eight million new mobile phone users connect to networks each month and where 60 per cent of the population is dependent on agriculture, RML is leading the way to provide easy‐to‐use information to a vast farming community
EVALUATION By one estimate, a farmer in India gets as litle as 25% of the ﬁnal price of his produce as against 40%‐50% in the developed world. The chief cause for this is the lack of information regarding prices, which does not allow the farmer to bargain and obtain the correct value for his crop. Besides crop prices, millions of Indian farmers do not have affordable access to timely weather forecast and other decision‐critical information which leads to reduced yields and increased wastage.
RML is attemptng to correct this lacuna in information infrastructure and positively inﬂuence the earnings and livelihood of India’s 250 million farmers. RML grants the farmers the power to negotiate better, decide when and at which market to sell, take precautions based on localized forecasts, improve their sowing and cultivation practices and access timely support offered through various government schemes.
ORIGINAL TITLE RML DIRECT
PRODUCER REUTERS MARKET LIGHT
LOCATION NEW DELHI, DELHI, INDIA
MEDIA FORMAT MOBILE CONTENT
LANGUAGE MULTILINGUAL – 8 INDIAN VERNACULAR LANGUAGES